Forta Cosmetics
Mid-Range“Makeup built for the active.”
Forta Cosmetics is a US performance-makeup brand founded in 2026 by Sarah Guller, a veteran investor, and Lexie Hull, a guard for the WNBA's Indiana Fever, who met as roommates at Stanford. The name is a play on "for the active," and the pair built the brand around a gap in their own routines: makeup that couldn't keep up with sweat, humidity and real movement. Rather than another face of standard cosmetics, Forta aims to create a new category of durability-first beauty designed for active lifestyles, not stillness.
The brand debuted with a single product, the $25 Lock & Go Setting Spray, which uses a film-forming polymer to lock makeup in place without stiffness while humectants like propanediol and butylene glycol keep skin hydrated through sweat — holding up to 16 hours without the tight, dry finish of most long-wear sprays. Sold direct-to-consumer and seeded to athletes across the WNBA, gymnastics, soccer and volleyball, Forta has previewed upcoming color cosmetics for the eyes, lips and face.
Known For
Flagship Products
- Lock & Go Setting Spray
Brand Philosophy
A new category of performance-driven makeup — beauty engineered to last through sweat, humidity and movement, built for active lives rather than stillness.